LEGO Hidden Side Combines Augmented Reality with Actual Brick Sets, Unveiled at New York City Toy Fair

The LEGO Group today introduced Hidden Side, an augmented reality-enhanced LEGO play theme where you must turn a haunted world back to normal, one ghost at a time, at the New York City Toy Fair. It’s currently the only play experience available today that fully and seamlessly integrates augmented reality (AR) with physical construction to reveal a hidden world of interactive play. It includes a series of eight “haunted” building sets full of amazing functionality and hidden surprises that, on their own, provide the build and role-play fun of any LEGO play theme. Read more for a video, additional pictures and information.

When the custom AR app is activated, developed together with the theme, models come to life, revealing a hidden world of interactive mysteries and challenges to solve. The app also features a digital game that you can play without the building set. After launch, the app experience will continue to expand with the addition of new ghosts, new game challenges, and randomization of gameplay so the experience is different each time. This will hit stores in late summer 2019.

“We’re leveraging some of the best elements of mobile games to keep the experience fresh, encouraging kids to return to their LEGO sets time and again to see what is different. With the thoughtful integration of LEGO building and AR technology, we can deliver a truly innovative play experience that taps into the ever changing landscape of fluid play, where children constantly find new moments and forms of play,” said Tom Donaldson, Senior Vice President of LEGO Creative Play Lab.